Bonds Underwear wants Australians to 'Think of Fathers' in new Father's Day campaign

Main2[2].jpgAustralia: Bonds has launched a new campaign for Father's Day. This Father's Day Bonds is asking Australia to recognise that it's not just mums who have to make sacrifices when it comes to having kids, but that dads endure a lot too.

Swollen ankles, stretch marks, and cravings can be hard.... for men; dads' bodies never recover from the impact of having children. A pre-baby body becomes a distant memory once kids arrive and guys are consigned to sporting a 'Dad-bod' for ever more.

But this Fathers Day, dads everywhere can feel more comfortable with their 'Dad-bods' in a comfy pair of Bonds undies. Elasticated waistbands, a comfortable fit will allow dads to relax, go with the flow and be at peace with their man boobs.

FathersDay-Social-2[2] (1).jpgSays Emily Small, head of marketing at Bonds: "Fathers Day is one day in the year to truly recognise the dads in our lives. They aren't perfect but they do a great job and we think they deserve a little moment in the spotlight as well as an upgrade of their undies drawer."

In the lead up to Fathers Day, Bonds is launching an online film that highlights the plight of dads. The film will be complemented by a social campaign and in-store point of sale encouraging everyone to 'Think of Fathers' and buy their dad's some comfy undies.

FathersDay-Social-5[2] (1).jpgSays Ant Phillips, creative director at Clemenger BBDO Melbourne: "As a father myself I can sympathise with the stresses that kids place on a mans body. It's not easy. I've always had cravings, but the pregnancy and birth just legitimised them for me. There's no going back now and I'm proud that I've been able to work with Bonds to celebrate all the real dads out there"

Client: Bonds
Head of Marketing: Emily Small
Senior Brand Manager: Mahli Pullen
Assistant Brand Manager: Kedda Ghazarian
Agency: Clemenger BBDO Melbourne
Creative Chairman: James McGrath
Chief Creative Officer: Ant Keogh
Creative Director: Ant Phillips & Richard Williams
Group Managing Director: Simon Lamplough
Account Director: Grant Oorloff
Senior Producer: Lisa Moro
Operations Director -Sharon Adams
Production Company: Guilty
Director - Tony Rogers
Producer: Jason Byrne
DOP: Marin Johnson
Editor: Sam Coates
Photographer: Chris Budgeon

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